2017 edelman trust barometer - canadian results

2017 Edelman Trust BarometerCanada

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Informed Public

9 years in 20+ markets

Represents 13% of total global population

500 respondents in U.S. and China; 200 in all other countries

Must meet 4 criteria:

Ages 25-64College educatedIn top 25% of household income per age group in each countryReport significant media consumption and engagement in business news

General Online Population

6 years in 25+ markets

Ages 18+

1,150 respondents per country

All slides show General Online Population unless otherwise noted

2017 Edelman Trust Barometer Methodology

28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000+). Country-specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). 2

Mass Population

All population not including Informed Public

Represents 87% of total global population

17 years of data

33,000+ respondents total

All fieldwork was conducted between October 13th and November 16th, 2016

Online Survey in 28 Countries

Survey in field Oct. 17-Nov. 13, 2016

1,150 General Population interviews

200 Informed Public interviews

Canadian Data

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TRUST OVERVIEW

Trust IndexHistorically neutral, Canada officially slips to the ‘distruster’category in 2017Average trust in institutions, General Population 2015, 2016, 2017

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Trusters (60-100)

Neutrals (50-59)

Distrusters (1-49)

47 Hong Kong44 United

States43 Argentina42 Australia42 Germany42 Italy42 S. Africa40 Russia39 U.K.38 France38 S. Korea37 Sweden36 Poland36 Spain35 Turkey34 Japan32 Ireland

68 India68 UAE67 Indonesia63 China60 Singapore53 Malaysia52 Canada52 Netherlands51 Mexico50 Brazil

46 Global

49 Australia49 Italy49 U.S.47 Hong Kong46 Spain45 S. Africa42 Germany42 S. Korea42 U.K.41 France41 Ireland41 Turkey39 Russia38 Japan37 Sweden35 Poland

73 China66 UAE65 India64 Singapore62 Indonesia60 Mexico56 Canada55 Colombia52 Netherlands51 Argentina51 Malaysia50 Brazil

50 Global

49 Canada48 Italy48 Brazil48 Malaysia45 Argentina44 Hong Kong44 Spain43 Turkey42 Australia42 S. Africa41 Germany40 U.K.40 France38 S. Korea37 Sweden36 Ireland35 Japan35 Poland34 Russia

72 India69 Indonesia67 China60 Singapore60 UAE53 Netherlands52 United

States52 Mexico50 Colombia

47 Global

Source: 2017 Edelman Trust Barometer. The TrustIndex is an average of a country's trust in the institutionsof government, business, media and NGOs. General Population, 28-country global total.

2015 20172016

45 Global70 India67 Indonesia62 China59 Singapore59 UAE52 Netherlands50 Colombia50 Mexico47 Brazil47 Canada47 Italy47 Malaysia47 U.S.45 Argentina42 Hong Kong41 S. Africa41 Spain41 Turkey40 Australia39 Germany38 France37 U.K.36 S. Korea36 Sweden35 Ireland34 Japan34 Poland31 Russia

Distrust driven by mass population

The Mass Population distrusts

their institutions

in 20 of 28

countries

InformedPublic

5

60 Global80 India79 China78 Indonesia77 UAE71 Singapore68 U.S.62 Canada62 Netherlands61 Italy61 Mexico57 Malaysia57 Spain56 France56 U.K.55 Colombia54 Australia54 Germany53 Hong Kong51 Argentina51 Brazil50 S. Korea50 Turkey49 Japan49 S. Africa47 Sweden45 Russia44 Ireland43 Poland

GeneralPopulation 2017

49 Canada48 Italy48 Brazil48 Malaysia45 Argentina44 Hong Kong44 Spain43 Turkey42 Australia42 S. Africa41 Germany40 U.K.40 France38 S. Korea37 Sweden36 Ireland35 Japan35 Poland34 Russia

72 India69 Indonesia67 China60 Singapore60 UAE

53 Netherlands52 United States52 Mexico50 Colombia

47 Global

Source: 2017 Edelman Trust Barometer. The TrustIndex is an average of a country's trust in the institutionsof government, business, media and NGOs. General Population, Informed Public and Mass Population, 28-country global total.

Average trust in institutions, General Population, Informed Public and Mass Population, 2015, 2016, 2017

Trusters (60-100)

Neutrals (50-59)

Distrusters (1-49)

MassPopulation

Gap between Informed Public and Mass largest yet

Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed Public and Mass Population, Canada.

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Per cent trust in the four institutions of government, business, media and NGOs, 2012 to 2017

21 pts

19 pts

18 pts

2012 2016 2017

58

6362

50

55

47

Informed Public

15pt Gap8pt

Gap A 7-point increase in the last year

8pt Gap

Largest Gaps in 2017

MassPopulation

6156 55 53

5950

45 43

Trust in all four institutions declines in 2017

Source: 2017 Edelman Trust Barometer. Q11-620. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, Canada.

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Per cent trust in the four institutions of government, business, media and NGOs, 2016 vs. 2017

Business MediaNGOs Government

Two of four institutions distrusted

50%Neutral

Trusted

Distrusted

-2 -6 -10 -10

20172016

Credibility of leadership slipping fast

Source: 2017 Edelman Trust Barometer. Q130-747 Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, Canada, question asked of half the sample.

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Per cent who rate each spokesperson as extremely/very credible, and change from 2016 to 2017

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65 6356 53 54

41

32 34 37

58 55 5248

41 38

26 26 25

Financial Industry Analyst and CEO credibility decreased the most, both are at an all-time low

-7 -8 -4 -5 -13 -3 -6 -8 -12

Y-to-Y Change+−

20172016

2016: The Inversion of Influence

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Source: 2016 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed Public and Mass Population, Canada.

2017: Mass Population rejects established authority

10

Mass population now has influence and authority

Establishment left empty-handed

Influence& Authority

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TRUST IN GOVERNMENT

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Per cent trust in government, 2012 vs. 2017Trust in Government: A significant divide

2012 2013 2014 2015 2016 2017

56 58

51 49

65

58

45 4541

4650

41

Government

Source: 2017 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, Canada.

17pt Gap

Informed Public

MassPopulation

Source: 2017 Edelman Trust Barometer Q691. Which of the following do you believe are most to blame for the problems we face in our country today? Q692. Which of the following do you believe are most responsible for fixing the problems we face in our country today? General Population, Canada.

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Government assigned blame & responsibility for fixing our problems

Don't Know

Multinational Institutions such as the EU or the UN

The Media

NGOs

Business

Government

18%

16%

14%

13%

31%

66%

20%

17%

31%

7%

31%

63%

Institution to blame for our country's problems Institution responsible for fixing our country's problems

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TRUST IN MEDIA


Per cent trust in media, 2012 vs. 2017

Media

Trust in Media: Consistent dips among Informed Public and Mass

15

9pt Gap

Informed Public

MassPopulation

2012 2013 2014 2015 2016 2017

54

6158

47

61

5250 5256

5053

43

Traditional media

Search engines*

Media as an institution

Online-only media**

Owned media

Social media

Trust in Media: Traditional erodes, search steadily climbs

Source: 2017 Edelman Trust Barometer. Q178-182. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General Population, Canada, question asked of half the sample

*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”

Per cent trust in each source for general news and information

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2012 2016 2017

58

44

2933

45

71

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The echo chamber in action

Facts matter less Bias is the filter No humans needed

1 in 3 agree

“I would support politicians I trust to make things better for me and my family even if they exaggerated the truth”

55%Do not regularly listen to people or organizations with whom they often disagree

3.5x more likelyto ignore information that supports a position they do not believe in

More likely to believe

60%Search Engines

40%Human Editors

53%49% Never or rarely change their position on important social issues

Source: 2017 Edelman Trust Barometer. Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) Q755 Have you ever changed your position on an important social issue? (Sum of “Yes, but rarely”, “No, never”) General Population, Canada. Q749. When someone you know provides you with some information that supports a position that you do NOT believe, which of following do you typically do with it? Q752. How often do you read or listen to information or points of view from people, media sources or organizations with whom you often disagree? (Sum of “Never”, “Almost Never”, “Several Times a year”, “Once or Twice a Month”) Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. General Population, Canada, question asked of half the sample.

More than More than

Source: 2017 Edelman Trust Barometer. Q754. You are about to see a series of two choices. Each choice describes a different source of information, a different format for presenting information, or a different style of communicating information. For each pair, we want you to choose the one that you are more likely to believe is giving you the truth. While we know that some of these choices may not be easy, please do your best to select only one of the two options given--the one that is most likely to be true most often. General Population, Canada, choices shown to half the sample.

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Canadians are more likely to trust sources outside of established areas of authorityPer cent who find each source more believable than its pair

70% Individuals

30% Institutions

64% Reformer

36% Preserver ofStatus Quo

74% Leaked Information

26% Company PressStatements

TRUST IN BUSINESS

2012 2013 2014 2015 2016 2017

56 5862

47

6064

51 5054

5055

49


Per cent trust business, 2012 vs. 2017

Business

Trust in Business: Informed Public and Mass diverging

20

15pt Gap

Informed Public

MassPopulation

What Canada is worried about

Source: 2017 Edelman Trust Barometer. Q693-762. Some people say they worry about many things while others say they have few concerns. We are interested in what you worry about. Specifically, how much do you worry about each of the following? Please indicate your answer using a nine point scale where one means “I do not worry about this at all” and nine means “I am extremely worried about this”. (Top 4 Box, Worried) Q709-718. For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) General Population, Canada. Q349-671. For the statements below, please think about the pace of development and change and select the response that most accurately represents your opinion. (Top 4 Box, Too Fast) General Population, Canada, question asked of half the sample.

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48% globalization

is taking us in the wrong direction

53% the pace of change

in business and industry is too fast

CANADIANS WORRY ABOUT LOSING THEIR JOBS DUE TO:

Jobs moving to cheaper markets

Automation

Lack of training/skills

Immigrants who work for less

Foreign competitors

44%

45%

48%

49%

55%

Partnerships/programs to address

societal issues

Business practices/crisis handling

Financial earnings & operational

performance

Employees: The most credible source

Source: 2017 Edelman Trust Barometer. Q610. Who do you trust MOST to provide you with credible and honest information about a company's financial earnings and operational performance, and top leadership’s accomplishments? Q611. A company’s business practices, both positive and negative, and its handling of a crisis? Q612. A company’s employee programs, benefits and working conditions, and how a company serves its customers and prioritizes customer needs ahead of company profits? Q613. A company’s partnerships with NGOs and effort to address societal issues, including those to positively impact the local community? Q614. A company’s innovation efforts and new product development? Q615. A company’s stand on issues related to the industry in which it operates? General Population, Canada, question asked of one-quarter of the sample.

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Most trusted spokesperson to communicate each topic

Innovation effortsTreatment of employees/customers

Views on industry issues

Company CEO

Senior executive

Employee

Activist consumer

Academic

Media spokesperson

12 11 14 17 201518 21 19

30

21 18

60

3438

3327 25

29 30 3127 25

35

17

26 2823

31

23

8 10 11 10 11 11

TRUST IN THE SYSTEM

Source: 2017 Edelman Trust Barometer Q672-675, 678-680, 688-690. For details on how the “system failing” measure was calculated, please refer to the Technical Appendix. The margin of error for the countries scores was added and subtracted from the global mean. Countries were considered above the global average if their score was higher than the global mean plus the margin of error. Countries were considered below the global average if their score was lower than the global mean minus the margin of error. All other scores were considered aligned.

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Global

France

Italy

Mexico

S. Africa

Spain

Poland

Brazil

Colombia

Germany

U.K.

Australia

Ireland

U.S.

Netherlands

Canada

Sweden

Argentina

Malaysia

Turkey

Russia

S. Korea

Indonesia

Japan

India

Hong Kong

Singapore

China

UAE

System failing 53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19

Uncertain 32 22 24 25 24 25 25 25 27 26 29 30 26 33 33 30 29 29 37 31 28 41 40 45 45 50 43 47 40

In 14 countries, the percent of population that has lost faith is above the global average

Systemic loss of faith restricted to Western-style democraciesCanada on the tipping point

Per cent of population who believethe system is not working

Above global average

Aligned withglobal average

Belowglobal average

Fear factors

Source: 2017 Edelman Trust Barometer. Q709-718 For each of the statements below, please indicate how much you agree or disagree. (Top 4 Box, Agree) General Population, Canada.

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“The influx of people from other countries is damaging our economy and national culture.”

“People like me are denied access to the education and opportunities we need to get ahead.”

“The elites who run our institutions are out of touch with regular people.”

IMMIGRATION1 2AGREE

in

INEQUALITY

40%

INEQUALITY

80%

“I do not have confidence that our current leaderswill be able to successfully address our country’s challenges.”

LEADERSHIP

61%

61%

31%

67%

36%

Corruption Globalization Eroding Social Values

Immigration Pace of Innovation

Canadians share their neighbours’ fears and concerns

Source: 2017 Edelman Trust Barometer. Corruption Q685-687, Globalization Q681-684, Eroding social values Q676 and Q758, Immigration Q685, Pace of innovation Q677. General Population, Canada. For details on how the societal fears were measured, please refer to the Technical Appendix.

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Per cent of respondents who are concerned or fearful regarding each issue

52%

23%

67%

30%

54%

25%

52%

28%

53%

23%

Concerned Fearful

76%

41%

74%

40%

66%

39%

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MOVING FORWARD

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Business has an opportunity to lead

Source: 2017 Edelman Trust Barometer. Q249-757. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Agree). General Population, Canada, question asked of half the sample..

77% agree

“A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”

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66 66 66 64 62 62 60 59 5754

47 4542

33 32 31 29

68 68 6764 64

61 61 6155 55

48 4944

3532 33 31

Canadian companies still ranked highest in global trust

Source: 2017 Edelman Trust Barometer Q26-Q422. Now we would like to focus on global companies headquartered in specific countries. Please indicate how much you trust global companies headquartered in the following countries to do what is right. Use the same nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) General Population, Canada.

Trust in companies headquartered in each country.

20172016

Source: 2017 Edelman Trust Barometer. Q732. What can businesses do that would cause the most damage to your trust in a better future? (Please select up to five.) General Population, Canada, question asked of half the sample.

30

First, do no harmActions business can take that would most damage trust in a better future (top 5 most-selected)

1. Pay executives hundreds of times more than workers.

2. Pay bribes to government officials to win contracts.

3. Move profits to other countries to avoid taxes.

4.Move jobs from this country to cheaper labour markets.

5. Overcharge for products that people need to live.

Integrity 62 34 28

Has Ethical Business Practices 66 37 29

Takes Responsible Actions To Address An Issue Or A Crisis 61 34 27

Has Transparent And Open Business Practices 58 32 26

Engagement 62 35 27

Treats Employees Well 68 38 30

Listens To Customer Needs And Feedback 63 36 27

Places Customers Ahead Of Profits 62 33 29

Communicates Frequently And Honestly On The State Of Its Business 54 32 22

Products 51 36 15

Offers High Quality Products Or Services 62 38 24

Is An Innovator Of New Products, Services Or Ideas 40 33 7

Purpose 45 28 17

Works To Protect And Improve The Environment 54 31 23

Creates Programs That Positively Impact The Local Community 47 30 17

Addresses Society's Needs In Its Everyday Business 44 28 16

Partners With NGOs, Government And Third Parties To Address Societal Issues 36 25 11

Operations 39 30 9

Has Highly-Regarded And Widely Admired Top Leadership 43 28 15

Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 37 30 7

Delivers Consistent Financial Returns To Investors 38 31 7

The Trust-building attributesCompany Importance vs. Performance

%Performance

%Importance Gap

31

Source: 2017 Edelman Trust Barometer Q80-639. How important is each of the following attributes to building your TRUST in a company? Use a 9-point scale where one means that attribute is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Importance) Q114-654. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9-point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performance) General Population, Canada.

A fundamental shift

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Current Tension

Old Model:For the People

New Model:With the People

Elites manage institutions to do things “for” the people

Influence has shifted to the people; people using influence to reject established authority

Institutions working with the people;institutional silos dissolved

Influence & Authority



With the People:The new integrated operating model

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WORKING DRAFT

KEY TAKEAWAYS

CANADA IS NOT IMMUNE TO THE RISE OF POPULISM

35

1

BUSINESS CANNOT BE COMPLACENT

36

2

SPEAK WITH, NOT AT

37

3

TELL AUDIENCE-CENTRIC STORIES

38

4

2017 Edelman Trust BarometerCanada